Last fall, a striking image of musician DannyLux—dressed as a vibrant space matador—caught my eye while scrolling through Instagram. In the photo, he gazes intensely into the camera, the shadows of his curly hair obscuring his eyes, dressed in a lilac traje de luces and wielding a futuristic laser blaster. My curiosity was piqued, prompting me to investigate further.

The Genesis of Cynthia Magazine

This striking imagery was my first introduction to Cynthia, an independent bilingual magazine that focuses on the world of música Mexicana. Over the last decade, this genre has experienced a surge in global popularity, particularly driven by a wave of Gen Z artists. The pandemic era significantly influenced this trend as many emerging musicians began their careers in home studios, utilizing online platforms like YouTube and TikTok to hone their craft and build substantial followings.

Feature Highlights

Cynthia released its first issue in January, with plans for two more within the year. The inaugural edition showcases profiles of various emerging artists, including cumbia pop sensation Estevie and Francisco “Poncho” Alfonso from Arsenal Efectivo, a band credited with pioneering trap corridos. The issue is notable for its stunning visuals, featuring contributions from talented photographers such as Guicho Palma, Monica Zulema, and Patricio Malagón.

Founders’ Journey

Cynthia is the brainchild of Steven Rodriguez and Javier Ramirez, two friends from the Greater Los Angeles area. Their journey began when they met in 2013 while teaching woodworking in Pasadena for a nonprofit. Although Rodriguez later moved to Mexico, their friendship endured, fueled by a shared passion for música Mexicana.

Rodriguez’s background as co-owner of an independent printing press, coupled with the disruptions of the pandemic, inspired him to launch their project. “We were printing a lot of books and magazines for other people, and finally I was like, ‘F—, dude, let’s just try to make our own magazine,’” he shared during a launch event in L.A.

Documenting a Cultural Shift

The duo quickly identified a direction for their publication centered on música Mexicana, noting a cultural resurgence among younger audiences. Rodriguez recalled an experience in Riverside where he noticed an entire generation’s embrace of their cultural heritage. “There’s something really alternative about this brown aesthetic,” he stated, highlighting the desire of many youth to celebrate their roots through the lens of modern music.

The positive reception from creatives and industry figures affirmed their vision. “Not a single person ever said no to us. Everyone was eager to help,” Ramirez noted, reinforcing the community’s enthusiasm for their new venture.

Success Metrics and Future Aspirations

Cynthia is not yet a large-scale publication, having printed just 3,000 copies of the first issue. Despite the challenges posed by a declining print media landscape and a modest online presence—with only 2,800 followers on Instagram—there is a palpable sense of optimism surrounding the magazine. Rodriguez reflects on their success not in numbers, but in the reactions garnered: “To hear someone say, ‘Wow, this is so cool! This is what I’ve always wanted to see!’ when you show them the magazine is incredibly fulfilling.”

Upcoming Events and Contextual Impact

In parallel to Cynthia’s rise, the De Los team recently hosted their second annual music showcase at SXSW 2025, featuring popular acts from the música Mexicana scene. Although unable to attend due to personal commitments, there were reports of a vibrant atmosphere filled with enthusiasm and cultural appreciation.

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